Led a successful European launch of Theory brand’s digital business, setting operational processes and delivering 1x YoY sales growth, with a healthy GP. ● Manage E-Commerce trading calendar by setting messaging and sales objectives. ● Lead weekly and monthly sales, KPI and margin forecasting for <£10m in volume of sales, with a large focus on holiday sales periods within each market. Collaborate with Planning/Merchandising to determine product assortment to achieve sell-thru goals, and implement markdown and exit strategies. Accelerated strong trade across Europe within 12-months, achieving +92% in sales, CVR tracking +14% on FY22, this has been led by: ● Successfully implemented retention marketing strategy that led to a +90% increase in email traffic +5% CVR. Led by advanced segmentation and personalised triggers. ● Built eMerch Trade Packs, for the team to easily pick out insights from GA and backend. ● Optimised site conversion rate by +15% through improvements across the funnel (CV1 > CV2 > CV3). Key projects; BiS, new PDP, new PLP, new Header Flyover Over, Search, Payment Methods - ApplePay + GiroCard).
Responsible for day-to-day trade to increase performance, improving customer experience and operations. ● Produce trading packs to help junior teams to take action on site performance metrics where appropriate using data to drive decisions. Lead on-sIte CRO utilising third-party Shopify Plus applications to improve customer journey flows and increase conversions. ● Develop and manage the technical roadmap for the online business, ensuring its delivery is on time, within budget and meets commercial targets. ● Manage all global online marketing with an always on approach. Work closely with paid media referral channels. Achieved +42% in sales and +11% in CVR YoY, this was achieved by: ● Launched a new DTC fulfilment centre inline with demand and to improve customer experience. ● Replatformed onto new ERP Brightpearl from TradeGecko due to sunsetting. ● Onboarding Global-e for an international website. Improving UX (new HP, cart page, PDP, PLP, filters, add to cart). ● Improved product photography, with a focus on fabric, technical fibres - to reduce image fatigue
My role consisted of three major disciplines: CRM/ Email, Performance Marketing and Trade. ● Implemented an effective email retention programme to increase sales and customer loyalty with a focus on personalisation. Took email from -8% to +26% YoY in traffic, whilst improving conversion rate. ● Leading the quarterly meetings to ensure a consistent message across all channels. ● Launched performance marketing channels PPC, SEO and Display with key focus on driving the growth. Manage and allocate a media marketing budget of £1m for seven territories to ensure high CVR and ROAS. ● Launched six local language sites (IT, DE, FR, ES, PT, MIddle-East) and helped support local country managers TMall, JP and KR sites to ensure consistency of brand message and collection launches.
North America & Australia Responsible for managing site critical path ensuring product and content is live across all sites to drive an increase in sales.
Responsible for the customer experience, content & navigation across all global Ben Sherman websites ensuring online sales are maximised through analysis and insight.